⁄Tactics⁄ Has Portland lost some of its luster with the traveling public? I would say the luster is returning. It’s changing. I think we really stepped up during the protests of George Floyd’s murder, which was different from the riots. We try to make sure people are aware those are two separate things. But if Portland can make this a more equitable destination for everyone to thrive, we will be a better version of Portland than we were before. What are you hearing about open drug use — is it repelling tourists? It was more of a problem in the past than it is now. One of the things we’ve done is bring meeting planners here. We brought Sports ETA, which is a large convention of sports rights holders. We spent a lot of money to bring these people here to see Portland. A lot of them are from the South. And the last time, we got three apologies: They thought Portland is the most amazing city they’ve ever been to. What have been some of the most effective ways to promote Portland? On the convention side, it’s still getting people to see Portland. One thing they say is, when people get here for the first time, they say, “Now I get it.” You know, we don’t have a Space Needle. We don’t really have that iconic thing — other than Mt. Hood, but that’s not in Portland. But we have this aura, this thing you hear about Portland. And when you get here, you get it. The people are nice. There’s beer that you’re going to like. There’s this collaborative spirit that I don’t think happens as much in any other city. Where do Portland tourists come from and how has that changed in your time here? It’s a broad section of people. One thing we say at Travel Portland is that Portland has progressive values, and we think that when you come to Portland, those change you. So I’d say it’s probably a person with an interest in community, a person with an interest in values and in meeting people. And nature — all things natural, really. And culinary is the No. 1 driver of visitation. Because we know we got good food. So they come for food and the access to nature. What about internationally? Australia’s still a really good market for us. Germany, the U.K. — anywhere with direct flights. Has technology affected tourist behavior in the past two decades? I’m thinking of apps and the like. Absolutely. We have an app called Near Me Now that I’m so incredibly proud of our team for creating. I used it yesterday, as a matter of fact. It uses geolocation, and there are points on a map of where to eat. We have a food cart finder that’s amazing. ‘When You Get Here, You Get It’ Q&A with outgoing Travel Portland CEO Jeff Miller INTERVIEW BY GARRETT ANDREWS Jeff Miller’s two-decade career coincided with a period of tremendous growth in tourism to Portland. Tourists spend billions in Portland’s restaurants, hotels and other businesses — specifically, they were responsible for $5.4 billion in direct spending in 2023. And for the past two decades, Jeff Miller has had as much to do with getting them here as anyone, save perhaps Portlandia stars Fred Armisen and Carrie Brownstein. In December Miller will step down as director of Travel Portland after 19 years helming the city’s destination marketing organization. That period saw explosive growth though the ride wasn’t all smooth, especially 2020-22. He’ll serve until the end of the year. His successor has not yet been selected. Miller, 65, grew up in the small town of Bristol, Tennessee. He worked in retail for 25 years including for heavy hitters Neiman Marcus and Saks Fifth Avenue. He moved to Portland in the 1990s to manage the Saks Fifth Avenue, which was located at the current site of the Apple Store. He says his time at Saks taught him the power of tourism. It was also when he joined the board of directors at Travel Portland, then called POVA, or the Portland Oregon Vacation Association. Travel Portland’s budget is made up of 1% of Portland’s tourism tax revenue as well as a 3% hotel tax and a $4 million contract with the Convention Center. Funded as it is by tourism dollars, the organization’s fortunes rise and fall with the crowds. Prior to the pandemic, Travel Portland employed 76 people with a budget of $30 million. COVID cut those figures to 38 employees and a $8.5 million budget. The budget’s now back at $30 million with 72 staff members. In Miller’s tenure, the agency’s marketing and sales professionals rolled out a food-finding app, a regular event to connect minority business owners and a number of eye-catching and effective marketing campaigns, including “Portland Is Happening Now,” and the current “Portland. Yours to Share” campaign, which Miller says is driving record numbers to Travel Portland’s website. There’s more evidence of Portland’s restored appeal. Last year visitor spending topped $14 million for the first time. And the National Education Association recently chose the city to host its 2025 annual convention. With 11,000 expected visitors, it’s predicted to be the largest convention in Portland’s history. This month Miller sat for an exit interview at Travel Portland’s office on the 11th floor of First and Main downtown, where he talked Portlandia, the city’s considerable Japanese fanbase, beer, berries and fun. This interview has been edited for length and clarity. 14
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